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New Publication in Journal of Marketing

Dr. Maren Becker, Dr. Nico Wiegand, and Prof. Dr. Werner Reinartz from the Department of Retailing & Customer Management publish their research in a forthcoming Journal of Marketing issue. The study "Does It Pay to Be Real? Understanding Authenticity in TV Advertising" examines the properties that make an ad authentic and addresses the question whether such ads actually generate more sales than less authentic ones.